Ford of Britain recently launched an augmented reality campaign featuring the new 7 seat Grand C-MAX car at shopping centers in the UK. This is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK.
The campaign allows people to handle and explore 3D ‘virtual’ models of the cars on screen and in the palm of their hand. Rather than using a printed marker or symbol as a point of reference for interaction, the user interface is based on natural movement and hand gestures allowing any passerby to immediately start interacting with the screen content. A Panasonic D-Imager camera accurately measures the users real-time spatial depth output and Inition’s augmented reality software merges this real life footage with the 3D photo-real Grand C-MAX on screen. Users can interact with the car simply by holding their hands up to the screen. Virtual buttons allow the user to choose the color of the car, open doors, fold the seats flat, turn the car 360 degrees and select demos of the car’s key features. The campaign video was quite impressive. You can see it here yourself.